It's all about either accumulating financial resources (making or saving money), conserving time (saving time, opportunity cost), building social networks (connecting with others), gaining status & prestige (looking good in front of peers) and so on.
People usually say that they want some obvious things like a new car or to go on vacation, but what they really need is the prestige that comes with owning that car, or status and happiness that comes with going on holidays.
Let's remember that the goal of branding is let our customers know where we want to take them (precisely).
So here we need to go beyond just their obvious wants, and also talk about the underlying needs that can help them survive or thrive.
Hero’s Desires What does the hero want as it relates to our brand? List features and benefits. What are the underlying needs that help them thrive? (Maslow’s hierarchy of needs).
Once we’ve entered into your customers’ story by defining their 3-5 key desires (wants and needs), then we can start talking about the challenges they face.
In every story, the Hero has some challenges or is facing some obstacles on their journey.
What are the Hero's key problems or pain-points?
Identifying these challenges will deepen their interest in the story we’re telling.
Identifying these challenges helps us open up a story gap.
Every story is about a Hero facing some challenges and the more we talk about that, the more interest they have in our brand.
Listing these challenges will make the Hero feel understood, it will make them stop and listen.
Everybody wants a change, people desire transformation—What's the difference we're making in their lives?
We're helping the Hero to be either wiser, or perhaps more equipped, feel accepted or to be more at peace.
We need to define who does the Hero want to become as it relates to our products and services.
In other words—what good, awesome, incredible things can happen to the Hero?
Examples of how success can be defined:
"Be free & independent, commute in style to work."
"Take control of your life, feel strong like a champ."
"Become a successful online store owner."
Let's remember that we're doing more than just helping the Hero win, we're helping them transform in some kind of a way!
Action Success What does the success look like? Let the Hero know where you’re taking them, how awesome their life will look like. Define their aspirational identity. Paint a clear picture of happy-ending.
The best brands are obsessed about the transformation of the Hero.
So once we defined how does the Hero's action ends in a success, then where do we go from there?
Thanks for taking the time to do this workshop.
The next step would be to refine the script so that we can start using these insights on real applications, like your website for example.
Editing or building a new website is probably the most important step you can take to grow your business.
We can also use this script to write copy for all marketing pieces, like your email campaigns, or a sales letter, or basically for any other marketing purpose.
This story written on one page will serve us as a copysource for creating communication pieces for your brand.
Time and time again I see many companies waste a lot of money and time on marketing that simply doesn't work.
Storytelling is NOT about telling your company's story, it's about your customer's story—that's a big difference.
This is because customers generally don't care about your story, they care about their own.
For example: when they land on your website, they always ask themselves a question "What's in it for me?".
Good storytelling is about positioning your customer as the Hero in your story and your brand as the Guide who helps the Hero win.
When we do that, we're able to connect with customers better and drive more sales.
Some brands do it intuitively, others need to figure it out—and with my simple framework, you can write your story fast and easy.
Just remember: you must put yourcustomer's story above your own.
In summary, my six-step storytelling framework allows you to:
Organize your thinking
Clarify your message
And best of all, it helps designers create variety of brand communication pieces, the easyway.
No longer will you have to stare at a blank page wondering what to say.
If you follow my process, I guarantee you will get your messaging on point, every single time.
Just remember—it often takes a few tries to come up with something unique yet accurate and memorable, so spend some time after the workshop to refine your brand story.
If you want to fast-track your learning, you can buy my premium guide with video tutorials, case studies and more additional information.
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Don't ever guess what to say, level up and become a brand storyteller.